The Founder of L.A.'s Coolest Beauty Store Swears By These Products

If you haven't heard of Violet Grey, it's about time you got yourself acquainted. It's the coolest, most exclusive beauty store nestled on L.A.'s trendy Melrose Place, as well as online. It's like the U.S.'s answer to Cult Beauty. You can go to find only the most hardworking, expert-approved and often under-the-radar beauty products.

So it's safe to say that the store's founder, Cassandra Grey, knows a thing or two about beauty herself. When she's not hanging out with the likes of Kim Kardashian West (see above), Grey spends her time trialling hundreds of new products and deciding which earn themselves the much-coveted "Violet Code Approved" stamp—the blue tick of the beauty world, if you will.

The beauty mogul recently caught up with Rose Inc., Rosie Huntington-Whiteley's new beauty website, to reveal all the beauty products she depends on throughout her day. Below are the four to add to your beauty hit list.

When it comes to skincare, Grey is certain she uses the best the industry has to offer. "Well, basically, I have a world-class skincare routine that I switch every three months. It's all obviously Violet Code–approved, which means it's been deemed best in class by committee," she said. This hydrating serum is one of the key components in her four-step morning skincare routine.

YSL's Touche Éclat has been a mainstay in makeup bags across the globe for years for its power to brighten under-eye circles. Unsurprisingly, Grey is also a fan. She says that everyone "should have this concealer highlighter in their cosmetic wardrobe."